Community-based communication : a new approach to development communication / Jude William R. Genilo.

Community-Based Communication : A New Approach to Development Communication by Dr. Jude William R. Genilo answers the need for a locally-developed communication ,odel. A product of exhausive research, the book discusses the modes by which rice farmers in a Tarlac village communicate to enable the negotiation of meanings and the sharing of both traditional and modern farming knowledge and practices, doing away with the old source-message-medium-receiver-effect paradigm. This book will be helpful not only to communication researchers and development communication practitioners but also to various individuals, groups and institutions who are engaged in improving the plight of marginalized communities as they study communication and how it can be improved to maximize the potentials of message organization, transmission and interpretation.